Apple Watch takes over Selfridges window displays

Considered one of the best department stores in world, the London Selfridges store has always been known for its taste and ability in showcasing exciting and scenographic window displays. Selfridges has used its windows to tell stories, show dresses as real works of art and even bring social awareness to political issues. Now, for the very first time since its opening, a century ago, the store has dedicated all of its 24 windows to one single product, the Apple Watch.

The watch, as an IDC (International Data Corporation) report stated, has made Apple the second most wearable brand, just behind market leader Fitbit.

“We are delighted to have worked with Apple on this exclusive and exciting window scheme,” affirmed Linda Hewson, creative director at Selfridges. “Collaborating with Apple on such a large scale creative project continues our well-established tradition of inviting outstanding designers with a unique point of view to curate displays within our stores.”

Inspired by the flowers theme interface available on the Apple Watch, the windows show eight different types of flowers – including yellow poppies, chrysanthemums, dahlias, gardenias and peonies – hand-sculpted by artists and transformed into 3D prints. The glorious, multicoloured installation comprises 24 large flowers, 50 medium-sized ones and more than 5,000 smaller flowers, and will adorn Selfridges windows for two months.

Francesca Milano